How to choose the right keywords? (Practical)

 

Choosing the right keywords is crucial for getting your content seen by the right people. Here's a practical approach you can take:

1. Understand Your Audience and Their Needs:

• Who are they? Think about their demographics, interests, pain points, and the language they use.
• What are they looking for? What problems are they trying to solve, what information are they seeking, what products or services might they need?
• How do they search? What words and phrases would they actually type into a search engine?

Practical Tip: Imagine your ideal customer and write down a few sentences describing their situation and what they might be searching for.

2. Brainstorm Initial Keywords:

• Start broad: Think of general terms related to your topic. For example, if you sell handmade soaps, broad keywords might be "soap," "natural skincare," "bath products."¹
• Think like your customer: Put yourself in their shoes.² What words would you use if you were looking for what you offer?
• Consider your offerings: List your specific products, services, and the core topics you cover in your content.³

Practical Tip: Create a simple spreadsheet or document and jot down every keyword and phrase that comes to mind, no matter how obvious it seems.

3. Use Keyword Research Tools:

These tools provide valuable data on search volume, competition, and related keywords.⁴ Some popular options include:

• Google Keyword Planner:⁵ Free tool from Google (requires a Google Ads account).⁶ Great for understanding search volume and discovering new keywords.
• Ubersuggest (Neil Patel): Offers a free version with decent keyword suggestions and analysis.⁷
• Semrush: A more comprehensive paid tool with in-depth keyword research and competitive analysis features.⁸
• Ahrefs: Another powerful paid tool known for its site explorer and keyword research capabilities.⁹
• AnswerThePublic: Visualizes questions people are asking around a specific keyword.¹⁰

Practical Steps with a Tool (e.g., Google Keyword Planner):

• Enter your initial brainstormed keywords into the tool.
• Analyze the results for:
  • Search Volume: How many times, on average, is that keyword searched for in a specific location and time period? Aim for keywords with a decent search volume, but don't necessarily dismiss low-volume, highly specific terms (long-tail keywords).
  • Competition: How difficult is it to rank for that keyword? High competition keywords are harder to rank for, especially for new websites.¹¹ Look for a mix of competition levels.
  • Related Keywords: The tool will suggest other relevant keywords you might not have thought of.

4. Analyze the Competition:

• Search your target keywords on Google: See which websites are ranking on the first page.
• Analyze their content: What kind of content are they creating? What keywords are they using in their titles, headings, and body text?
• Identify gaps: Can you create better, more comprehensive, or more unique content than what's currently ranking?

Practical Tip: Don't just copy your competitors' keywords, but use them as inspiration to find your own unique angle and target less competitive but relevant terms.

5. Identify Long-Tail Keywords:

• These are longer, more specific phrases (e.g., "best organic lavender soap for sensitive skin").¹²
• They often have lower search volume but higher conversion rates because they target a very specific need.
• They are generally less competitive.

Practical Tip: Think about the specific questions your audience might ask. Turn those questions into long-tail keywords. Tools like AnswerThePublic can be very helpful here.

6. Consider Keyword Intent:

• Informational: Users are looking for information (e.g., "how to make sourdough bread").¹³
• Navigational: Users want to go to a specific website (e.g., "Amazon login").
• Transactional: Users are ready to buy something (e.g., "buy waterproof hiking boots").¹⁴
• Commercial Investigation: Users are researching before making a purchase (e.g., "best noise-canceling headphones").¹⁵

Practical Tip: Align your content with the intent behind the keywords you're targeting. Informational keywords are great for blog posts, while transactional keywords are ideal for product pages.

7. Refine and Organize Your Keywords:

• Group similar keywords: Create keyword clusters around specific topics.¹⁶ This helps you create more focused and comprehensive content.
• Prioritize keywords: Focus on the keywords that are most relevant to your business goals and have a good balance of search volume and competition.
• Create a keyword map: Assign target keywords to specific pages or pieces of content on your website.¹⁷

Practical Tip: Use a spreadsheet to organize your keywords, grouping them by topic, intent, and the specific page they will target.

8. Monitor and Adapt:

• Track your rankings: Use tools like Google Search Console or other SEO tracking software to see how your pages are ranking for your target keywords.¹⁸
• Analyze your traffic: See which keywords are driving traffic to your website.
• Adjust your strategy: Keyword research is an ongoing process. As search trends and your business evolve, you may need to identify new keywords and update your content.

Practical Tip: Regularly review your keyword performance (at least monthly) and make adjustments as needed.¹⁹ Don't be afraid to experiment and try new keywords.

By following these practical steps, you can move beyond guesswork and make informed decisions about which keywords to target, ultimately helping you attract the right audience and achieve your online goals. Good luck!